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Spain introduces new law to control the content posted by social media influencers
The legislation governing online advertising and sponsorship should be rolled out across Spain by the summer
As the number of diverse influencers grows daily, Instagram and TikTok have become their chosen platforms to exhibit personal lifestyles, preferences and interests, often promoting products with irresistible appeals. Now, Spain moves to adopt stricter policies, inspired by nations like France, aimed at regulating influencer advertisement tactics and safeguarding audiences from misleading claims.
Ultimately, the law should be passed well before the summer, but it won’t affect all social media personalities equally, according to the Minister for Digital Transformation and the Public Service, José Luis Escrivá, who explained that the impact of the regulations will depend on how many followers the influencer has and the level of income their posts generate.
“The important thing is that for the first time they are going to be subject to the same rules and limitations that television stations have now," he stressed.
Key points to the law
The initial targets will be influencers with at least 2 million followers and earnings of 300,000 euros per year or more. Later on, the Ministry hasn’t ruled out expanding the criteria to affect a broader scope of professionals operating on social media.
Covert or subliminal marketing strategies will be banned, while explicit product mentions will be governed by stringent requirements.
Certain items, namely tobacco, e-cigarettes, herbal products and related accessories, will be categorically excluded from sponsored posts.
Promotion of medication, health products violating advertising regulations and alcoholic beverages will also be tightly constrained.
Betting and gaming advertisements will be restricted to airtime slots between 1am and 5am.
While the full implications of the new law are yet to surface, consumers and industry insiders have welcomed the tighter controls, which ultimately aim to safeguard social media users and create greater consumer confidence.
Image: Freepik
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